Özet:

The concept of big data is the subject of social research and provides an important data source in tourism research. User comments, which constitute big data in tourism, are created by consumers as a result of a certain experience, so the comments are very valuable for researchers and businesses. With the development of information and communication technologies, word of mouth communication has also developed and started to be used in the internet environment. Electronic word-of-mouth communication, which emerged in this context, is considered to be an important source of information for consumers before trying products and services. Services offered in businesses are one of the most researched topics on the internet. Especially when purchasing tourism products, consumers want to get information by reading the experiences of consumers who have experienced the service before. In this context, TripAdvisor is one of the platforms where consumers can learn about tourism products and services. This research includes “293” negative comments on TripAdvisor about 4 and 5 star hospitality businesses with tourism operation certificate issued by the Ministry of Culture and Tourism in Trabzon. The obtained results displayed 7 main and 47 sub-categories and within the scope of the categories, the most weighty complaints were about general cleaning in the rooms. The main reason underlying the formation of the complaints was determined as the attitudes and behaviors of the personnel.

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